Consumer response to ads in social network sites : an exploration into the role of ad location and path
Past research repeatedly suggests consumer’s defensive response to persuasive attempts is a key challenge for advertisers. Given the explosive growth of social media, this study aims to understand if consumer response to ads placed in a social network site could be influenced by ad location and the...
| Main Author: | |
|---|---|
| Format: | Others |
| Language: | en_US |
| Published: |
2013
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/2152/21195 |